Description

Mobile shopping allows consumers to shop on their mobile devices from anywhere and at any time. In this paper, we interviewed 14 U.S. adults to learn about their shopping motivations and shopping practices to see how mobile shopping situates within their ecology of purchasing behaviors. Our data suggested that most consumers perceived bargains and convenience as the major reasons for mobile shopping, while some consumers were still reluctant to shop on mobile devices due to security concerns and his/her mobile device’s screen size. Although there were gender differences in general shopping behavior, there were no obvious gender differences found with regard to the motivations & decision-making processes in mobile shopping. We suggest that retailers and app designers resolve consumers’ concerns on safety and security to increase their willingness to shop on mobile devices.